PARTNERSHIP & SPONSORSHIP OPPORTUNITIES THE UK’S MOST PRESTIGIOUS & RESPECTED CULINARY AWARDS
NATIONAL CHEF YOUNG NATIONAL OF THE YEAR CHEF OF THE YEAR
The National Chef of the Year, launched in 1972, shines Young National Chef of the Year surpasses all other young a spotlight on the best talent coming out of the nation’s chef contests, bringing together those identified as the best kitchens. Previous title holders are a testament to how the young chefs in the industry and gives them a platform on award drives careers by putting winners firmly on the which to build their future careers. Winning YNCOTY firmly map, and on the path to Michelin star status. establishes a chef as a rising star of the culinary world both in the UK and beyond. “It’s a great honour to chair the NCOTY, as judges, we will be looking for the culinary stars coming out of the UK’s “A competition that has helped create some of today’s kitchens. It is a brilliant opportunity for chefs to showcase biggest young stars.” their skills, high standards and real passion for food.” Mark Sargeant Paul Ainsworth Chef Patron, Rocksalt Restaurant, Folkestone Chef Patron, Paul Ainsworth at No. 6 & current chairman “A unique opportunity for young chefs to put their career “I recommend to any ambitious chef to enter such on a fast track, as they are judged by some of the best in competitions – the hard work really pays off. Entering the British culinary industry.” is a win-win situation: developing yourself and gaining Hrishikesh Desai great experience.” Executive Chef/Food and Beverage Manager, Gary Jones Gilpin Hotel and Lake House Executive Head Chef, Le Manoir Aux Quat’Saisons and Chairman of Judges 2018 and 2019 “Winning Young National Chef of the Year firmly establishes a chef as a rising star of the culinary world both in the UK “I encourage chefs from all sectors to take part as and beyond.” it is a great platform to get your name out there.” David Mulcahy Clare Smyth MBE Competition Director and Vice President of Craft Chef Patron, Core and Chairman of Judges 2015 and 2016 Guild of Chefs
@Craft_Guild #NCOTY #YNCOTY www.nationalchefoftheyear.co.uk www.youngnationalchefoftheyear.co.uk /craftguildofchefs NCOTY YNCOTY Align THE POWER your OF BEING brand IN VOLV ED
“Never afraid to shy away from the ever-evolving face Establish of food in the UK, NCOTY & YNCOTY have always embraced change and, in many cases, instigated it. long term They acknowledge that as an industry we play a key role in the future of food and have the power to influence relationships the consumer behaviours and attitudes of tomorrow; all whilst supporting, nurturing and celebrating the greatest homegrown chef talent.” Alex Hall Executive Chef UK and Ireland, KNORR Professional “The NCOTY accolade has yielded winners which include Drives some of the UK’s leading chefs over its 44 year history. As a sponsor you are demonstrating your commitment support to the sustainable future of the most prestigious and sought after competition title in the UK today.” David Mulcahy and Competition Director and Vice President, Craft Guild of Chefs growth
“The CGOCs have shown an unrivalled commitment to emerging industry talent, raising the profile of those within the industry. It’s the passion of the competitors, judges, organisers and sponsors that really shines through and we are very proud to sponsor such a progressive competition.” Engage in Simon Armer Marketing Director, Bunzl Lockhart Catering Equipment a network that is @Craft_Guild #NCOTY #YNCOTY
/craftguildofchefs NCOTY YNCOTY invaluable
www.nationalchefoftheyear.co.uk www.youngnationalchefoftheyear.co.uk OUR CAMPAIGN MEDIA REACH 615,361 3.3m 6,713 4,470 Facebook post reach Craft Guild of Chefs Instagram followers Followers on LinkedIn overall Twitter reach 5,700 1.6m 330,419 Facebook followers #NCOTY total reach Instagram post reach Bra nd 20,361k 19,974 ce E Twitter followers Instagram video views n x e p u o
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I 28.5m r 26m e PR reach (mentioning 240+ £460,670 3,427 Press clippings AVE figure Pre-event Total reach across all NCOTY or YNCOTY) mentioning NCOTY (Advertising equivalent) video views elements within the and YNCOTY campaign
e Engag Total Views: (through the various channels) 1,930 1,158 446 11,000 NCOTY YNCOTY Awards Celebration Unique website users
@Craft_Guild #NCOTY #YNCOTY www.nationalchefoftheyear.co.uk www.youngnationalchefoftheyear.co.uk /craftguildofchefs NCOTY YNCOTY Alyn Williams Ed Vokes James Knappett Lisa Goodwin-Allen Michael Reid Phil Howard OUR JUDGES & Head Chef Managing Director Chef Patron Executive Head Chef Culinary Director Chef/Proprietor The Westbury Evolve Kitchen Table Northcote Manor M Restaurants/Gaucho Elystan Street at Bubbledogs Restaurants INFLUENCERS’ Amanda Afiya Frederick Forster Luke Selby Russell Bateman Director Executive Chef James Mackenzie Opening his own Michael Wignall Head Chef Amanda Afiya (Media The Don Restaurant Chef Proprietor restaurant Chef Patron Petrus GLOBAL REACH & Communications) The Pipe and Glass The Angel at Hetton Gary Hunter Mark Birchall Sat Bains Andrew Bennett Deputy Principal James Stagg Chef Director Niall Keating Chef Patron Each year, throughout the competition, we bring Hospitality Consultant Westminster Editor Moor Hall Restaurant Executive Head Chef Restaurant Sat Bains together an esteemed panel of judges & influencers Torque & Blanche/ Kingsway College The Caterer with Rooms Whatley Manor from across the industry, whom without, the National Chairman of Simon Hulstone competition would not have the respect it has today. Craft Guild of Chefs Gary Jones Jill Whitaker Mark Flanagan Ollie Dabbous Chef Patron Executive Head Chef Managing Director The Royal Household Chef/Founder The Elephant Ben Tish Le Manoir Aux HIT Training Royal Chef and Hide Restaurant Chef Patron Quat’Saisons Assistant to the Master Norma Restaurant Jonny Lake of the Household Paul Ainsworth Stephen Terry Graham Hornigold Chef Patron Chef Patron Restauranteur 566.2k Chantelle Nicholson Director Trivet Restaurant Mark Lewis Paul Ainsworth The Hardwick Arms Instagram followers Chef Patron Smart Patisserie Chief Executive at Number 6 Tredwells Julie Walsh Hospitality Action Steve Scuffell Hayden Groves Head Pastry Chef Paul Askew Vice President Craft Claire Bosi Executive Chef Lecturer Matt Abé Chef Patron Guild of Chefs Editor BaxterStorey Le Cordon Bleu Chef de Cuisine The Art School Chef Publishing Restaurant Gordon restaurant William Curley 1.04m Hrishikesh Desai Kenny Atkinson Ramsay Patissier-Chocolatier Twitter followers Clare Smyth Executive Chef/Food Chef Proprietor Paul Foster William Curley Ltd Chef Patron and Beverage Manager House of Tides Matt Owens Chef Patron Core by Clare Smyth Gilpin Hotel and Lake Vice President Salt Willie Pike MBE House Kuba Winkowski Craft Guild of Chefs Masterchef Claude Bosi Head Chef Paul Walsh Chef Patron James ‘Jocky’ Petrie KUBARN Mex Ibraham Executive Chef 28+ Bibendum Restaurant Executive Chef Co-Founder City Social Michelin stars Gordon Ramsay Lee Westcott Women In the Food Daniel Galmiche Restaurants Chef Patron Industry Peter Joyner Chef Patron Pensons Food Development Pot Kiln Director Elior “As the UK’s leading expert training and apprenticeship provider for the hospitality and catering industry, these awards support us in our role of championing future talent and igniting a passion in young chefs to push the boundaries and take their skillset to the next level.”
Jill Whittaker FCA Managing Director, HIT Training
“We have always enjoyed & benefitted from the innovative approach to sponsors by the organisers, to ‘get involved’ as much as possible. This approach has led us to be much more creative in our outlook, looking to engage a wider audience externally, whilst increasing the number of touch-points with finalists 4-fold and building relationships not only with the competitors but organisers, supporters and a fabulous set of co-sponsors.”
Sharon Heap Marketing Director, Churchill A media channel that offers an opportunity to be part of its programme through bespoke blogs, video content, BE PART OF A DEDICATED infographics and Instagram takeovers – it allows partners to amplify their own campaigns – using NCOTY & YNCOTY as a vehicle, throughout the year to target and engage with the CONTENT LED CAMPAIGN hospitality & specifically chef community on all levels.
NCOTY APR-MAY JUN 2021 JUL 2021 AUG 2021 Seen as the UK’s most prestigious and 2021 respected culinary contest, the NCOTY competition has a long heritage, having helped NCOTY LAUNCH ONLINE JUDGING ANNOUNCEMENT OF SEMI FINALS ANNOUNCEMENT to launch careers and opportunities for some ENTRY DRIVE COMMENCES OUR SEMI FINALISTS OF OUR FINALISTS of the biggest names in the UK’s chef world. Tasting the menu’s chefs Launched early April, promoted Supported by a respected A day of anticipation have created as well as 10 finalists are revealed and The passion, the emotion and the pure blood, to all chefs over the age of 26 to expert judging panel, with semi-finalists being testing their skills. profiled through an extensive sweat and tears you see in a cook-off, shows submit an innovative menu. Content ensuring all entries go revealed only if they receive media campaign. how much these competitions mean to a throughout entry drive is about through a rigorous process a personalised chef jacket. chef. It tests more than culinary skills; it tests menu development, ideas, thought prior to being accepted as The activity is supported character, resilience and raw emotion and leadership from chair of judges, a semi-finalist. strongly by industry wide only the best will take that top spot. core judging team and past winners. social interaction.
YNCOTY JUN 2021 JUL 2021 AUG 2021
Young National Chef of the Year surpasses all other young chef contests, bringing YNCOTY LAUNCHED ONLINE ENTRY ANNOUNCEMENT OF together those identified as the best CHALLENGE OUR FINALISTS Competitors are selected young chefs in the industry and gives by ‘invitation only’, either Stage 2, an online entry A day of anticipation with finalists them a platform on which to build the having won an accredited challenge to whittle down being revealed only if they receive future careers. Winning YNCOTY firmly UK competition or to our 10 finalists. The a personalised chef jacket. The establishes a chef as a rising star of the nominated by an industry challenge will embrace a activity is supported strongly by culinary world both in the UK and beyond. professional. key theme, testing skills social interaction, images and and knowledge. industry support by all.
OCT 2021 OCT 2021 SEPT 2021
THE FINALS FINALIST INSTAGRAM PREMIERE EVENT TAKEOVERS Held and filmed at the prestigious Le Cordon Bleu. 2021 will host a red carpet Premiere event within a The awards profile all finalists The competition finals are filmed behind closed London venue, with an exclusive guestlist of finalists, and their stories, hear and see doors at the prestigious Le Cordon Bleu in chefs, partners and media attending. what they do, what inspires them London, to then be created into a TV Production The production will be streamed live on YouTube at the and how they are preparing for style film, for all within the industry to watch. same time for the wider industry community to watch. the final. TITLE HOLDERS “I gained more from the NATIONAL CHEF NCOTY than I could have OF THE YEAR
believed possible at the “National Chef of the Year has been an incredible journey for me & something that is indescribable to put down in words. It has beginning of my journey.” tested all my abilities, emotions & character as a chef & been vital in my development. I am so proud to be part of this unique Russell Bateman competition, honoured & humbled to join 2014 winner, Head Chef, Pétrus, London such a prestigious list of chefs. It truly is a once in a lifetime opportunity.” Nick Smith 2021 NCOTY Titleholder & Head Chef at Vacherin
2020 2008 1988 Steve Groves Simon Hulstone Mark Gregory
2019 2006 1986 Kuba Winkowski Eyck Zimmer David Pitchford
2018 2004 1984 “Winning NCOTY is an Luke Selby Steve Love Robert Maybe
2017 2002 1982 incredible honour, the James Devine Mark Sargeant William Stafford
2016 2000 1980 connections made throughout Larry Jayasekara Bruce Sangster Ken Whibly 2014 1998 1978 Russell Bateman Kevin Viner Paul Brady
and since winning have 2013 1996 1976 Hayden Groves David Everitt-Matthias Eddie van Meille
been invaluable.” 2012 1994 1974 Alyn Williams Lou Jones Bryan Price
Steve Groves 2011 1992 1972 2020 winner, Head Chef, Roux at Parliament Square, London Frederick Forster Gordon Ramsay Pierre Jacquemin
2010 1990 Hrishikesh Desai Roger Narbett TITLE HOLDERS “Partnering with Young National YOUNG NATIONA L Chef of the Year gives us a credible CHEF OF THE YEAR platform to tell our stories from and “It’s a huge honour, particularly given the standard of the other chefs in the final and being such share our knowledge on issues that a prestigious competition this can only benefit my career. I can’t thank the Craft Guild, judges and we are proud to be spearheading. It is sponsors enough.” Edwin Kuk 2021 YNCOTY Titleholder & an invaluable part of our toolbox.” Junior Sous Chef at The Art School Restaurant in Liverpool Jocelyn Sowden Norwegian Seafood Council 2020 2018 2016 2013 William Keeble Danny Young Danny Hoang Ben Champkin
2019 2017 2014 2012 Henry Wadsworth Ruth Hansom Luke Selby Charles Smith
“YNCOTY was both challenging and rewarding, I’ve learnt a lot and it certainly helped me grow in confidence as a chef.” Luke Selby 2014 YNCOTY titleholder
“I loved every part of this competition and have had some incredible opportunities since winning. If you are looking to get your name seen and heard, this is definitely a competition to be part of.” Danny Hoang 2016 YNCOTY titleholder
“I can’t put into words how amazing it feels, I’d recommend it to any chef serious about competitive cooking. It’s both a stepping stone to senior competitions and a great confidence boost.” Ruth Hansom 2017 YNCOTY titleholder
@Craft_Guild #NCOTY #YNCOTY www.nationalchefoftheyear.co.uk www.youngnationalchefoftheyear.co.uk /craftguildofchefs NCOTY YNCOTY MEASURING VALUE
Key to a sponsorship investment is measurement programme through bespoke blogs, video content, – with the structured reach approach from brand infographics and Instagram takeovers – it allows awareness throughout the overall campaign to partners to amplify their own campaigns – using areas of influence and engagement, measuring NCOTY & YNCOTY as a vehicle, throughout the value is achieved when aligning your brand and year to target and engage with the hospitality & objectives to the sponsorship proposition. specifically chef community on all levels.
The NCOTY and YNCOTY is a media channel that offers a partner the opportunity to be part of its
BRAND EXPOSURE 28.5 million reach across all channels. Brand Awareness PR value of 26,340,312 with an AVE value of £460,670k. Promotional & Social media channel reach 2.2 million. Paid PR Campaign Videos & TV Programme INFLUENCE Industry Through key touch points within the campaign Ambassador - entry drive, semi-finals, mentor day, & Influencers CONTEXTUAL finals and awards celebration (with MESSAGING boosted spend on targeted areas). Messages at the Webinars most valuable Promotional moment, predict Features / Blogs behaviour, and ENGAGEMENT communicate to Instagram BRAND the customer in the takeovers Direct access to AWARENESS most relevant way semi-finalists, finalists, Product Placement/ judges, media and ALIGNMENT Goody Bags & ambassadors. & THOUGHT Boxes LEADERSHIP Face to face activity – semi-finals / ENGAGEMENT finals / mentor day and awards announcement
@Craft_Guild #NCOTY #YNCOTY www.nationalchefoftheyear.co.uk www.youngnationalchefoftheyear.co.uk /craftguildofchefs NCOTY YNCOTY @Craft_Guild #NCOTY #YNCOTY www.nationalchefoftheyear.co.uk www.youngnationalchefoftheyear.co.uk /craftguildofchefs NCOTY YNCOTY
INVESTMENT OPPORTUNITY
SOCIAL / THE FINAL TV MARKETING AWARDS ADDITIONAL DIGITAL PRODUCTION CAMPAIGN ANNOUNCEMENT ENGAGEMENT CAMPAIGN ELEMENTS
9 month comprehensive & Encouraging audience engagement Culmination in an online event • Tickets to VIP Premier Celebration • Access to all semi-finalists and engaging campaign before, during and after to increase streamed across multiple platforms Awards – bringing together sponsors, finalists social amplification with a face 2 face Premier for all judges and finalists • Announcement of Semi Finalists • Branding and logo throughout key guests (HP x 4 and SP x 2) – social toolkits / access to the campaign • Blogs provided by sponsor and • E-ticket Invitation for sponsors and engage with all • Dedicated sponsors PR/social hosted & promoted on NCOTY • Company logo on Event registration clients to attend the online Awards • Announcement of Finalists – marketing meeting to discuss channels (8HP & 2SP) page & reply emails to all registered Ceremony, with your branding social toolkits / access to engage all activity • Instagram story takeovers visitors (HP) (taking place alongside the with all (4HP & 2SP) Promotional emails to our • Opportunity to amplify / align • Premier event) • Logo on chef jackets (all competitors campaigns you are running • Instagram grid posts spread subscribers with branding • Logo on Awards Trophy and judge’s jackets) (HP) • As a sponsor you will be invited to throughout the campaign • Live running social media activity • Branded placement within the VIP • Branded placement within the VIP add comment for inclusion in press (8HP & 1SP) throughout the TV Productions, Goody Bags – given to all guests Goody Boxes – sent to all finalists releases compiled and distributed to • Facebook posts spread throughout promoting your brand and message • Present the Title Holder award for promote the competition (HP) the campaign with targeted ad spend • Sponsor toolkits provided the NCOTY / YNCOTY alongside the Dedicated promotion in industry (8HP & 3SP) Brand and logo recognition Post Event • • chairman of judges (HP) titles, promoting the competition • Twitter posts (minimum of 16HP and within on-line promotional • Branded Promotion of OnDemand with your logo association & mention a minimum of 2SP) campaign video for 30 days after the final • NCOTY promotional email alerts, • Bespoke videos with judges / • Branded Videos – created for • Post event report highlighting reach mentioning your association within competitors (HP) promotional campaign with branding and detail of the awards 2021 the competition • Opportunity to feature in editorial top and tailed (HP and SP) • Website: online features with links back to • Brand and logo recognition within • Logo and hyperlink on NCOTY partner’s own channels the Finals 1 hour programme and the Craft Guild of Chefs • Sponsor Toolkits – provided to • Involvement within the TV website (HP & SP) all partners for use on their own production, via interview or your own • Website banner on the National social channels at all stages of the branded video, aligning your brand to Chef of the Year website (HP) – competitions the competition (HP) banner to be provide by client • Exclusive alignment with a webinar • Brand and logo recognition within – in partnership / supported by – Finalists Promotional Brochure, aligned with a theme (HP) downloadable from website
OPPORTUNITIES AVAILABLE: Headline Partnership (HP) & Supporting Partner (SP) P.O.A. Contact the team to discuss exclusive opportunities. @Craft_Guild #NCOTY #YNCOTY www.nationalchefoftheyear.co.uk www.youngnationalchefoftheyear.co.uk /craftguildofchefs NCOTY YNCOTY
INVESTMENT OPPORTUNITY
SOCIAL / THE FINAL TV MARKETING AWARDS ADDITIONAL DIGITAL PRODUCTION CAMPAIGN ANNOUNCEMENT ENGAGEMENT CAMPAIGN ELEMENTS
5 month comprehensive & Encouraging audience engagement Culmination in an online event • Tickets to VIP Premier Celebration • Access to all finalists engaging campaign before, during and after to increase streamed across multiple platforms Awards – bringing together • Announcement of Finalists – social amplification with a face 2 face Premier for all sponsors, judges and finalists social toolkits / access to engage • Branding and logo throughout key guests (HP x 4 and SP x 2) with all the campaign • Blogs provided by sponsor and • E-ticket Invitation for sponsors and • Logo on chef jackets (all competitors • Dedicated sponsors PR/social hosted & promoted on NCOTY • Company logo on Event registration clients to attend the online Awards and judge’s jackets) (HP) marketing meeting to discuss all channels (8HP & 2SP) page & reply emails to all registered Ceremony, with your branding activity as well as bespoke activity Instagram story takeovers visitors (HP) • Branded placement within the VIP • (taking place alongside the (4HP & 2SP) Promotional emails to our Goody Boxes – sent to all finalists • Opportunity to amplify / align • Premier event) campaigns you are running • Instagram grid posts spread subscribers with branding • Logo on Awards Trophy • As a sponsor you will be invited to throughout the campaign • Live running social media activity Post Event • Branded placement within the VIP add comment for inclusion in press (8HP & 1SP) throughout the TV Productions, Goody Bags – given to all guests • Branded Promotion of OnDemand releases compiled and distributed to • Facebook posts spread throughout promoting your brand and message • Present the Title Holder award for video for 30 days after the final promote the competition (HP) the campaign with targeted ad spend • Sponsor toolkits provided the YNCOTY alongside the chairman • Post event report highlighting reach • Dedicated promotion in industry (8HP & 3SP) • Brand and logo recognition of judges (HP) and detail of the awards 2021 titles, promoting the competition • Twitter posts (minimum of 16HP and within on-line promotional with your logo association & mention a minimum of 2SP) campaign • YNCOTY promotional email alerts, • Bespoke videos with judges / • Branded Videos – created for mentioning your association within competitors (HP) promotional campaign with branding the competition • Opportunity to feature in editorial top and tailed (HP and SP) • Website: online features with links back to • Brand and logo recognition within • Logo and hyperlink on NCOTY partner’s own channels the Finals 1 hour programme and the Craft Guild of Chefs • Sponsor Toolkits – provided to • Involvement within the TV website (HP & SP) all partners for use on their own production, via interview or your own • Website banner on the National social channels at all stages of the branded video, aligning your brand to Chef of the Year website (HP) – competitions the competition (HP) banner to be provide by client • Exclusive alignment with a webinar • Brand and logo recognition within – in partnership / supported by – Finalists Promotional Brochure, aligned with a theme (HP) downloadable from website
OPPORTUNITIES AVAILABLE: Headline Partnership (HP) & Supporting Partner (SP) P.O.A. Contact the team to discuss exclusive opportunities. GALLERY HIGHLIGHTS
THE ULTIMATE CULINARY CHALLENGE
Watch the live NCOTY finals Meet our winner 2021 Meet Paul Ainsworth Twitter Instagram
THE ULTIMATE CULINARY CHALLENGE
Watch the live YNCOTY finals Meet Hrishikesh Desai Watch the awards announcement Facebook Webinars KEEP IN TOUCH
David Mulcahy Clair Bowman Competition Director and Vice Features Manager President of Craft Guild of Chefs William Reed +44 (0)7770 861 124 +44 (0)1293 610 329 [email protected] [email protected]
#NCOTY #YNCOTY @Craft_Guild
/craftguildofchefs NCOTY YNCOTY
www.nationalchefoftheyear.co.uk www.youngnationalchefoftheyear.co.uk